Does the purchase intention of green consumers align with their zero-waste buying behaviour? An empirical study on a proactive approach towards embracing waste-free consumption

In recent years, emerging retail markets in cosmetics have transformed into green markets, as consumers demand more eco-friendly products. However, in scholarly literature, limited studies are available where researchers discuss green consumers' purchase intentions towards eco-friendly products and their relationship with zero-waste buying behaviour. This study is conducted to address the existing gap in current literature. An empirical investigation is carried out, focusing on individuals who use cosmetic products and are active followers of zero-waste beauty influencers on social media. Responses are gathered for data analysis with the help of partial least squares structural equation modelling (PLS-SEM). The results indicate that eco-friendly packaging, pro-environmental belief, and para-social interaction positively impact the altruistic motivation and purchase intention of consumers. Ultimately, these factors collectively contribute to the purchase of zero-waste cosmetic products. The findings of this study can provide valuable insights for policymakers and brand managers in the field of herbal cosmetic formulations. These insights can help in understanding the fundamental reasons that drive consumers to buy zero-waste cosmetic items, potentially leading to a decrease in ecological impact. Additionally, the study contributes to the theory of planned behaviour (TPB) by investigating consumers’ purchase intention towards eco-friendly products and their zero-waste buying behaviour.